Reading the purchaser’s mind

By using the recent developments in fMRI (functional magnetic resonance imaging – http://en.wikipedia.org/wiki/Fmri ) scanning, marketers are now looking at the implications of directly observing which parts of the brain “light up” when someone is making purchasing decisions…

“By watching how different neural circuits light up or go dark during the buying process, the researchers found they could predict whether a person would end up purchasing a product or passing it up. They concluded, after further analysis of the results, that “the ability of brain activation to predict purchasing would generalise to other purchasing scenarios”. ” (MediaGuardian)

MediaGuardian (requires registration) article by Nick Carr: http://www.guardian.co.uk/technology/2008/apr/03/news.advertising/print

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